Media Influence On Presidential Elections

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Presidential elections are one of the most anticipated and high-profiled events of a democratic society (Paatelainen et al., 2016, p. 70). Every four years, the American people gather together and express their opinion on who should be the leader of their nation for the next several years. Presidential candidates do their best to distinguish themselves from their rivals and to persuade people of their preferability. In making an important decision, "voters are influenced by different forms of campaign messages that aim not only to provide information, but also to influence their final decisions. Perhaps the most significant of these message forms is presidential debates"(Benoit, 2011, p. 45). To describe debate performances, modern media …show more content…

Kennedy (Birdsell & Jamieson, 1988, p. 5). According to Windt (1986, p. 107), this was the first administration to have a fully developed approach to presidential rhetoric, to the use of media to enhance presidential speeches, to the recognition of television as the central "check" on presidential rhetorical power. The discipline of presidential rhetoric is concerned with the study of presidential public persuasion as it affects the ability of a president to exercise the powers of the office and gain the public support (Windt, 1986, p. …show more content…

Thompson (2016, para. 6) claimed that the fascinating and transparent political rhetoric of presidents, like Nixon, is dead. When presidential candidates began actively campaigning in the 20th century, they tended to stay away from harsh personal attacks (Jackson, 2016). However, the 2016 election cycle was different. Direct and even personal verbal and social criticism had become the new norm (Diaz, 2015). In this regard, Baker (2016, para. 2) illustrated that this was "one of the most memorable debates in history. It featured two candidates in modern history taking lumps out of each other with accusations of sexual assault and defending rape and repeated allegations of deceit and mendacity". For instance, in the first presidential debate, Clinton took the chance to remind voters of words Trump had used to describe women, specifically as "pigs, dogs and slobs" or the worst things he had said about a woman in a beauty contest. He "called this woman Miss Piggy, then he called her Miss Housekeeping" because she is

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